​Kia Motors Corporation became the main partner of the League of Legends European Championship, the company announced Friday.


Motor company Kia is the newest non-endemic brand to enter the esports fray, partnering with Riot Games in the first franchised season of the newly branded LEC. 

According to a news release, Kia's LEC sponsorship is the, "latest marketing campaign from a brand experienced in forging closer connections with younger generations of car buyers."


DBLTAP and Kia will produce original video content around reigning European champions Fnatic. One video concept will follow Fnatic on its quest to defend its regional championship, another will focus on the importance of teamwork and the esports team environment, and the last will be a fun game show featuring Fnatic's players.


"We are excited to partner with Kia and join a prestigious list of events and sports brands as we enter a new era for the League of Legends European Championship,

which is the leading esport league in Europe. We look forward to working together with Kia to provide an experience that money can't buy for all League of Legends players across Europe,” Alban Dechelotte, Head of Sponsorships and Business Development at Riot Games EU, said in the release.


Kia’s sponsorship of the LEC is the latest marketing campaign from a brand experienced in forging closer connections with younger generations of car buyers. As main sponsor of the championship, Kia has launched a new film called ‘Ready to Play’, created in collaboration with some of the LEC’s most well-known casters. Kia’s film sees Trevor ‘Quickshot’ Henry gather a team of casters at the wheel of a new Kia Stinger, collecting Indiana ‘Froskurinn’ Black, Daniel ‘Drakos’ Drakos, Aaron ‘Medic’ Chamberlain, and Andrew ‘Vedius’ Day on their way to the LEC.


Kia will also create new digital marketing content throughout 2019 to grab fans’ attention, featuring prominent players and casters, and even Kia vehicles. Kia will also host promotional booths at LEC stadium events, and film interviews with esports team Fnatic, who have won the League of Legends championships 7 times, as they drive the latest Kia vehicles.


"Following a hugely successful 2018 campaign reaching the World Championship finals, Fnatic is looking forward to enter a new era in the European League of Legends Championship (LEC) where we’ll fiercely defend our unrivaled status," Fnatic CEO Wouter Sleijffers said. "We’re of course very excited, together with our partner DBLTAP, to collaborate with Kia Motors. We’ll be working closely together on some very exciting and unique content as everyone may expect from us."


The LEC starts Jan. 18 at 12 p.m. ET with Fnatic taking on SK Gaming, and make sure to check out DBLTAP on Feb. 1 for original content!


Photo courtesy of Riot Games